The Brief

Sky Q wanted to create an Augmented Reality Digital Out-of-Home experience to bring the features of their new voice command remote-control to life. Taking place at London Waterloo Station, the experience would give consumers the chance to interact with a character from one of Sky’s TV shows.

The Approach

A unique Augmented Reality experience was created for Waterloo Station, using cutting-edge technology and combining with existing digital OOH hardware on JCDecaux’s Motion@Waterloo screen.

The bespoke audio-visual tech build, featured a live camera feed, microphone and control panel to produce the slick and lifelike experience. Using Sky Q Voice Command participants selected their best-loved TV and film characters to appear on-screen beside them in an array of fun and memorable scenarios.

Adults and children alike were surprised and delighted as they interacted with their favourite characters from the likes of SpongeBob SquarePants, Spider-Man, Lego Batman, Modern Family and The Walking Dead on the Waterloo Motion screen.

The Result

The campaign had a unique reach of 480,000 people, running 12 hours a day with someone going through the experience every two and a half minutes. This equated to over 4,500 brand interactions across the week.

Sky Q Summons went on to win numerous awards:
Campaign Tech Awards – Best Use of Tech in OOH
The Drum’s COOH Awards – Best Interactive
The Drum’s COOH Awards – Best Use of Digital Technologies
Field Marketing and Brand Experience Awards – Best Use of Space Award, Silver
The IPM Awards – Experiential Creative Execution, Bronze